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Hindi GEC genre continues on a steady incline

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Hindi GEC genre continues on a steady incline

Week 24, 2015 saw Hindi GEC genre continue on the gradual incline that it has been on since Week 21.  However, as compared to almost 8 hours spent on the genre weekly during the first quarter of the year, viewers have been spending 7.1 hours on it in the past 4 weeks.

This week saw a 1.3% gain for the Hindi genre viewership.

Despite some major gains by a few of the Top 7 channels, there’s no change in the rankings. Although, there is hardly any gap between the fourth and fifth ranked channels (Sony Sab and Life OK).

Both the GECs from Zee Entertainment registered heavy increase this week, Zee TV gaining 15 GRPs and &TV 9 GRPs. For Zee TV, weekend performed excellently on account of the grand finale of ‘DID Super Moms 2’, and the movie ‘Hum Saath Saath Hain’, bringing a combined 20 GRPs to the channel. Weekdays remained stable owing to all properties sustaining viewership.

For & TV, which touched 60 GRPs, except Saturday, all days of the week saw an upward trend. Sunday was the top gainer. This was due to two reasons – ‘Killer Karaoke Atka Toh Latkah’ made way for the auditions stage of ‘The Voice India’ this week which brought in 2.3 GRPs. Additionally, airing of the movie ‘Holiday’ in the evening helped.

Star Plus and Sony Sab are the only channels in the Top 7 to have dropped, second week in a row for the genre leader, Star Plus. The decrease is larger for Sony Sab, which shed 6 GRPs, as compared to Plus’s 4. Saturday was the main reason of the drop Sab’s case.

Star Plus’ weekdays have been seeing diminished viewership for the last 2 weeks with almost all its properties decreasing. Growth in Sunday mainly due to build-up of ‘Nach Baliye’ viewership has not helped compensate.
Keeping with the trend, Sunday outperformed the other days for Colors also. It was the grand finale week for ‘Farah Ki Dawat’. Also, ‘India’s Got Talent’ has been doing well.

Sony TV also continued to grow, increasing by 5 GRPs. Again, it was Sunday that helped. Two movies (‘Student of the Year’ – 2.5 GRPs and ‘Dum Laga Ke Haisha’ – 4.2 GRPs) plus a build-up of ‘Indian Idol – Junior’ ensured that the slight dip in Saturday was made up for. Weekdays did not see any major changes.

While both Z Anmol and Star Utsav declined this week, the competition between the two remains fierce.  Z Anmol managed to lead Star Utsav by 4 GRPs this week. Rishtey, which had dropped heavily last week, did not regain lost viewership. Sony Pal also remained stable.

Channel V, the Youth GEC, dropped further, though marginally. No major changes have been observed on Zindagi’s and Epic’s rating.

Source : TAM Media Research
Analysis conducted by S-Group, a strategic consulting arm of TAM Media Research


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